MODIFIED UTAUT2 APPROACH TO PREDICT IN-GAME PURCHASE BEHAVIOR: EVIDENCE FROM MOBILE LEGENDS PLAYERS
Abstract
This study aims to examine the factors influencing in-game purchasing behavior among Mobile Legends players by utilizing a modified UTAUT2 framework. Specifically, it explores the roles of hedonic motivation, price value, habit, and behavioral intention. A quantitative approach was employed, using purposive sampling to collect data from 96 respondents aged 16–25 in West Kalimantan. The data were analyzed through regression analysis and hypothesis testing. The findings indicate that behavioral intention is the strongest predictor of actual use behavior. Moreover, hedonic motivation and habit significantly affect behavioral intention, while price value and habit exhibit partial mediation through intention. Gender was also found to moderate several of these relationships. These results contribute to a deeper understanding of digital consumer behavior among Gen Z gamers, emphasizing the importance of emotional satisfaction and habitual engagement. The study offers practical insights for developing gender-sensitive marketing strategies within virtual gaming environments.
Keywords:
Purchasing Decision, User Behavior, UTAUT2
References
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Onibala, A. A., Rindengan, Y., & Lumenta, A. S. (2021). Analysis of the application of the UTAUT2 (Unified Theory of Acceptance and Use of Technology 2) model to e-performance in the North Sulawesi Provincial Government. Jurnal Teknologi Informasi dan Komunikasi, 12(2), 1–12
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Tantriana, D., & Susilowati. (2023). Analysis of E-Commerce Selection in Purchasing Virtual Products in the Mobile Legends Community. Jurnal Manajemen dan Kewirausahaan, 4(2), 143–157.
Venkatesh, V., Morris, M., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425.
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36(1), 157–178.
Wang, L., Gao, Y., Yan, J., & Qin, J. (2021). From freemium to premium: The roles of consumption values and game affordance. https://doi.org/10.1108/ITP-10-2019-0527
Wang, L., Lowry, P. B., Luo, X. (Robert), & Li, H. (2022). Moving consumers from “free” to “fee” in platform-based markets: An empirical study of multiplayer online battle area (MOBA) games. https://doi.org/10.1287/isre.2022.1127
Wijaya, H. (2022). The influence of perceived value and gender differences on online game purchasing behavior. Jurnal Ilmu Komunikasi, 19(2), 189–202.
Xiaowei, C., Javier, C., & Mónica, C. (2022). A grounded theory approach to understanding in-game goods purchase. https://doi.org/10.1371/journal.pone.0262998
Yokomitsu, K., Irie, T., Shinkawa, H., et al. (2021). Characteristics of gamers who purchase loot box: A systematic literature review. Current Addiction Reports, 8, 481–493. https://doi.org/10.1007/s40429-021-00386-4
Yu, N., & Huang, Y. (2021). Why do people play games on mobile commerce platforms? An empirical study on the influence of gamification on purchase intention. Computers in Human Behavior, 126, 106991. https://doi.org/10.1016/j.chb.2021.106991
Zhang, L., Shao, Z., Li, X., & Feng, Y. (2020). Gamification and online impulse buying: The moderating effect of gender and age. International Journal of Information Management, 61, 102267. https://doi.org/10.1016/j.ijinfomgt.2020.102267
Ardhiyansyah, A., Firdaus, F. F., & Aritejo, B. A. (2021). Analysis of the influence of factors affecting purchase intention of premium items in MOBA-Type online games. Jurnal Riset Ekonomi Manajemen (REKOMEN), 4(2), 91–101. https://doi.org/10.31002/rn.v4i2.3651
Bernard, A., Sari, A., & Ramelan, M. R. (2024). Analysis of factors influencing the decision to play Mobile Esport Games using UTAUT2 in Bandar Lampung. Economics and Digital Business Review, 5(2), 654–665.
Cahyani, N. P. D., & Dewi, L. G. K. (2022). Analysis of electronic money adoption using the UTAUT2 model. E-Jurnal Akuntansi, 32(01), 183–197.
Chao, C.-M. (2019). Factors determining the behavioral intention to use mobile learning: An application and extension of the UTAUT model. Frontiers in Psychology, 10, 1652. https://doi.org/10.3389/fpsyg.2019.01652
Ericska, I., Nugroho, R. N., & Setyawan, R. A. (2022). The effect of behavioral intention on freemium game item purchase during COVID-19 pandemic: A study of mobile gamers in Indonesia. Jurnal Ilmu Sosial dan Ilmu Politik, 25(1), 103–115.
Ericska, R. A., Nelloh, L. A. M., & Pratama, S. (2022). Purchase intention and behavioural use of freemium mobile games during COVID-19 outbreak in Indonesia. Procedia Computer Science, 197, 403–409. https://doi.org/10.1016/j.procs.2021.12.156
Firdaus, & Rahadi. (2021). Conceptual model for factors that influence purchase intention of in-game purchase in freemium mobile games. International Journal of Accounting, Finance and Business (IJAFB), 5(32), 74–87.
Ghazali, E. M., Al Halbusi, H., Abdel Fattah, F. A. M., Uzir, M. U. H., Mutum, D. S., & Tan, F.-L. (2022). A study of player behavior and motivation to purchase Dota 2 virtual in-game items. https://doi.org/10.1108/K-08-2021-0678
Ghozali, I. (2021). Multivariate Analysis Application (10th ed.). Diponegoro University Publishing House.
Glaus, T. (2022). Seasonality of in-game item returns in the Steam Community Market. SSRN. https://ssrn.com/abstract=4314409 or http://dx.doi.org/10.2139/ssrn.4314409
Ghazali, A., Chou, B., Ma, C., & He, D. (2023). Modeling mobile game design features through grounded theory: key factors influencing user behavior. Journal of Electronic Commerce in Organizations, 20(2), 132–149. https://doi.org/10.3390/jech2020132
Hussain, A., Ting, D. H., & Marder, B. (2024). Why premium in freemium: A hedonic shopping motivation model in virtual game retailing. Information Technology & People, ahead-of-print. https://doi.org/10.1108/ITP-01-2023-0082
Jang, M., Kim, C., & Yoo, B. (2020). An empirical analysis of in-app purchase behavior in mobile games. Information Systems Review, 22(2), 43–52. https://doi.org/10.14329/isr.2020.22.2.043
Leonardy, D. (2021). Hedonic and utilitarian motivations in online game item purchases: A case study on PUBG Mobile. Jurnal Manajemen Teknologi, 20(3), 205–220.
Leonardy, G. A. (2021). The influence of effort expectancy, social influence, payment ability, hedonic motivation, habit, price value, customization and advancement towards purchase intention of virtual items in the game Player Unknown Battle Grounds Mobile. iBuss Management, 9(1). https://publication.petra.ac.id/index.php/ibm/article/view/10961
Lowry, P. B., Gaskin, J. E., Twyman, N. W., Hammer, B., & Roberts, T. L. (2024). “Coolness” and “joy” in games: Factors influencing mobile game players’ willingness to make in-game purchases. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-04-2024-0539
Marikyan, D., & Papagiannidis, S. (2023). Unified Theory of Acceptance and Use of Technology: A review. In S. Papagiannidis (Ed.), TheoryHub Book. https://open.ncl.ac.uk/ ISBN: 9781739604400
Nabella, E., Supriyono, & Izaak, W. C. (2023). The influence of influencer marketing and lifestyle on purchase decisions of virtual game products in Mobile Legends: Bang Bang. Jurnal Ekonomi dan Bisnis Digital (MINISTAL), 2(3), 665–676. https://doi.org/10.55927/ministal.v2i3.4739
Ong, A. K. S., Prasetyo, Y. T., Robas, K. P. E., Persada, S. F., Nadlifatin, R., Matillano, J. S. A., Macababbad, D. C. B., Pabustan, J. R., & Taningco, K. A. C. (2023). Determination of factors influencing the behavioral intention to play Mobile Legends: Bang-Bang during the COVID-19 pandemic: Integrating UTAUT2 and system usability scale for a sustainable e-sport business. Sustainability, 15(4), 3170. https://doi.org/10.3390/su15043170
Onibala, A. A., Rindengan, Y., & Lumenta, A. S. (2021). Analysis of the application of the UTAUT2 (Unified Theory of Acceptance and Use of Technology 2) model to e-performance in the North Sulawesi Provincial Government. Jurnal Teknologi Informasi dan Komunikasi, 12(2), 1–12
Ramadania, R., Ratnawati, R., Juniwati, J., Afifah, N., Heriyadi, H., & Darma, D. C. (2022). Impulse buying and hedonic behaviour: A mediation effect of positive emotions. Virtual Economics, 5(1), 43–64. https://doi.org/10.34021/ve.2022.05.01(3)
Reza, A., Chu, S., Nedd, A., & Gardner, D. (2022). Having skin in the game: How players purchase representation in games. Convergence: The International Journal of Research into New Media Technologies, 28(6), 1621–1642. https://doi.org/10.1177/13548565221099713
Sugiyono. (2020). Quantitative, Qualitative, and R&D Research Methods. Alfabeta.
Tantriana, D., & Susilowati. (2023). Analysis of E-Commerce Selection in Purchasing Virtual Products in the Mobile Legends Community. Jurnal Manajemen dan Kewirausahaan, 4(2), 143–157.
Venkatesh, V., Morris, M., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425.
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36(1), 157–178.
Wang, L., Gao, Y., Yan, J., & Qin, J. (2021). From freemium to premium: The roles of consumption values and game affordance. https://doi.org/10.1108/ITP-10-2019-0527
Wang, L., Lowry, P. B., Luo, X. (Robert), & Li, H. (2022). Moving consumers from “free” to “fee” in platform-based markets: An empirical study of multiplayer online battle area (MOBA) games. https://doi.org/10.1287/isre.2022.1127
Wijaya, H. (2022). The influence of perceived value and gender differences on online game purchasing behavior. Jurnal Ilmu Komunikasi, 19(2), 189–202.
Xiaowei, C., Javier, C., & Mónica, C. (2022). A grounded theory approach to understanding in-game goods purchase. https://doi.org/10.1371/journal.pone.0262998
Yokomitsu, K., Irie, T., Shinkawa, H., et al. (2021). Characteristics of gamers who purchase loot box: A systematic literature review. Current Addiction Reports, 8, 481–493. https://doi.org/10.1007/s40429-021-00386-4
Yu, N., & Huang, Y. (2021). Why do people play games on mobile commerce platforms? An empirical study on the influence of gamification on purchase intention. Computers in Human Behavior, 126, 106991. https://doi.org/10.1016/j.chb.2021.106991
Zhang, L., Shao, Z., Li, X., & Feng, Y. (2020). Gamification and online impulse buying: The moderating effect of gender and age. International Journal of Information Management, 61, 102267. https://doi.org/10.1016/j.ijinfomgt.2020.102267
Published
2025-07-02
How to Cite
Melyanto, M., Yuricha, Y., & Tandra, V. (2025). MODIFIED UTAUT2 APPROACH TO PREDICT IN-GAME PURCHASE BEHAVIOR: EVIDENCE FROM MOBILE LEGENDS PLAYERS. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 8(2), 1005-1020. https://doi.org/https://doi.org/10.36778/jesya.v8i2.2151
Section
Articles
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